Blog

Survey Reveals What Tech Marketers Want from Employers

Tech Marketers

By Michelle Etherton, The Partner Marketing Group

 

Spiceworks recently posted the 2017 Career Outlook for Tech Marketers with findings from their survey of 350+ marketers in the technology industry. Of course I was interested since 1) I am a tech marketer myself and 2) all of our clients are tasked with hiring technology marketers. So, what did the survey reveal tech marketers want in the workplace?

Why are 1 in 4 tech marketers looking for a new job?

Demand is high for qualified tech marketers, but retaining talent might be the top challenge for companies. According to the survey, only 29% of millennials were happy in their job. This might contribute to the finding that 25% of tech marketers plan to look for a new employer in the next 12 months. That’s 1 in 4 looking for a new job. Yikes! The reasons vary but topping the list were to advance their marketing skills, get a better salary and work for a company that prioritizes marketing.

When asked which skills tech marketers feel are most important, the answers varied slightly between generations, but overall the top critical skills were:

  1. Soft skills like communication and people management
  2. Writing skills
  3. Content Marketing
  4. Digital media
  5. Data analysis

When asked which skills the survey participants felt they were most advanced in their expertise—this is where there is clearly a generation gap between Millennials, Generation X and Baby Boomers.

And, finally, what made me chuckle was the demographic chart of which marketing titles were represented in the survey. More than 1/3 of respondents are a “Marketing jack-of-all-trades” and if you’re a marketer, you can certainly relate to that!

Have you considered…

outsourcing your marketing? How could I possibly go without bringing up the obvious. Outsourcing some or all of your marketing is an excellent solution for software and technology companies AND your marketing staff for many reasons:

  • No staff turnover. It deserves repeating that the survey found 1 in 4 tech marketers are ready to jump ship. When it happens, everyone has to fill the gaps and it takes time to recruit and train a new person. Not to mention you risk losing knowledge and IP. With an agency? You are able to stay on track at all times, without disruption to your business.
  • Well-rounded skills. If you’re looking for a tech marketer who is a leader, awesome writer, SEO specialist, content marketing genius, social whiz and more—it’s going to be a tough road. That “marketing jack-of-all-trades” title is no joke and comes with repercussions for both the employee and the business. Employees burn out when tasked with too many roles and the business doesn’t get the best performance in any area. It’s a lose-lose. An agency, however, offers a team of specialized professionals who excel in their respective area of expertise.
  • Instant industry expertise. You can’t expect tech marketers to step in day one with deep industry expertise unless you plan to pay a premium price. Expertise in your product, your market and your best marketing channels takes a lot of time. Not all agencies can offer this level of industry expertise, but The Partner Marketing Group sure can.
  • Flexibility. Even if you have a marketing dream team, there are times they can’t handle the workload or will lack the expertise or leadership for a particular project. And sometimes you just can’t afford to hire a marketing employee right now. An agency gives you a safety net when, how, why and where you need it. As you continue the relationship, they truly become part of your team and can just jump in and get started.

Hiring and retaining talented tech marketers can be a challenge. Whether you need a full marketing team, help supporting your own, or interim support during staffing challenges, outsourcing can be the ideal solution. Let us know if we can help.

Leave a Reply

Your email address will not be published. Required fields are marked *

Archives
Latest Posts
19 Mar 2019

Limited Marketing Resources? Poor Results? Go Deeper, Not Wider

Written by: Barbara Pfeiffer, The Partner Marketing Group
I’ve yet to talk to a marketer at a software/technology reseller or ISV that has all the resources they need to accomplish their goals. While surveys regularly show B2B CMOs investing an average of 7% of gross revenue in marketing, it’s still not happening with most VARs

Latest Posts
07 Feb 2019

2019 Social Media Image Size Guide – Download and Print

Written by: Michelle Etherton, The Partner Marketing Group
This 2019 Social Media Image Size Guide will be your best friend.
Social media is one of the top marketing tactics for B2B marketing, and it’s no secret that visuals are the most effective way to capture attention on any social platform. Admit it, you scroll through

Latest Posts
15 Jan 2019

Want to Sell More Software? 3 Reasons to Start Targeting the CMO

Written by: Michelle Glennie, The Partner Marketing Group
With the customer experience driving digital transformation, software partners must shift their sales and marketing approach if they want to sell more software. The CMO is the strategic force behind customer experience and, therefore, an important decision maker for software purchases.
So where should you start? When

Latest Posts
08 Jan 2019

Top 5 Technology Marketing Blogs of 2018

Written by: Michelle Etherton, The Partner Marketing Group
The start of a new year usually brings about countdowns of favorites and chart-toppers over the past year, and marketing is no different! What were the hottest technology marketing trends and topics in 2018?
Based on our top performing articles over the past year, we’ve brought you

Latest Posts
10 Dec 2018

Nurture Marketing Series 4 of 4: Trial Nurture Marketing Campaign Best Practices for B2B Companies

Written by: Barbara Pfeiffer, The Partner Marketing Group
Through this series, you’ve learned what nurture marketing is, how to create a drip nurture campaign to stay top of mind and how to move a prospect through the sales process with trigger based nurture marketing campaigns. Now we will walk through how you can create trial